Write You - Writing and Speaking

Before you sit down to write that killer sales letter for your product just ask yourself these magic words

“What Am I Really Selling?”

I hope you’ve got a really good answer to this question because if you haven’t then you are

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

going to have the same amount of success with your sales letter as you will if you’re trying to dry flowers at the bottom of the ocean - absolutely nil.

Put yourself in my shoes and walk through the preparation for a sales letter for a

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

Moto Guzzi Le Mans motor bike and you’ll see how to discover the correct answer.

You’ve owned your Moto Guzzi for 7 rapturous years and you know it intimately.

You can talk to me in the most minute detail about how the engine throbs

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

and talks to you in a primaeval, sexual way as the bike happily trundles along at twenty miles an hour in top gear.

How, like a thoroughbred racehorse the bike has so much power in reserve and is constantly twitching and kicking just w

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

aiting for the starter’s pistol so that it can hurtle forward at warp speed.

How it wants to accelerate INTO the corners and if you start cruising at 70mph it will almost instantly leap to 95 or 100mph without you being aware of it.

Y

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

ou know the shortcomings of the poor quality switches but also the feeling you get when you ride this magnificent beast, the sheer pleasure and thrill as this throbbing, pulsing, living animal becomes a part of your body.

You know how

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

the heavy clutch makes your wrist ache murderously after four hours of hard riding but also how you soon learn to change gears both up and down smoothly with merely a fleeting thought and not use the clutch whilst doing so.

You can tel

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

l me how, when you first sit on it, the bike feels so small, almost like a child’s toy, because the seat height is so low, but also how, when you take a few moments to get comfortable, you can feel the poise, balance and precision of th

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

is magnificent piece of engineering…

You can tell me how a simple, three hour trip to London is turned into a six hour pleasure cruise that you never want to end, such is the pure joy of riding this magnificent beast.

In short, you kn

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

ow your product extremely well.

So what do you write about in your sales letter?

Do you tell me that the motorcycle has fantastic balance, that it has a top speed of 135mph, that it has a really beautiful paint job or that it i

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

s sensuous and appealing to the eye?…

Do you want to be “Drying Flowers At The Bottom Of The Ocean”?

No! You need to hit me with something more appealing than that, let’s talk about…

“What’s In It For ME?”

You need to tell me

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

about the sheer thrill and terror of seeing a 90 degree corner hurtling towards you at 100mph but how without a moments thought I will touch the brakes, drop down a gear or two, nudge the tank with my knees and be through the corner wi

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

th a shower of sparks from the footrest and hardly a murmur from the bike.

How the experience will have me screaming like a banshee with an insane laughter as I go faster and faster searching for the next corner.

How I will become add

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

icted to these feelings and look forward to them with a lust that I’ve never experienced before.

You need to paint the joy and benefits to me, appeal to the lifestyle and show me how much I’ll MISS OUT if I DON’T OWN that Moto G

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

uzzi.

You need to hit my emotions at a deep primal, gut level…

Look at the following two statements and tell me which has the more emotive power:

————————————————————————–

Sit astride the Moto Guzzi Le Mans then answer this q

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

uestion:

Are you man enough to control the barely tamed beast that is now throbbing menacingly between your legs?

————————————————————————–

Sit astride the Moto Guzzi Le Mans then answer this question:

Are you man enough to put thi

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

s exquisite motorcycle through its paces and discover the limits of its abilities?

————————————————————————–

Well which has the most emotive power?

Yes, you’re right, the first because it talks to you on an emotive, gut level.
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
> It alludes to sex, talks about power, control and taming a wild animal.

The second statement is just “Drying Flowers At The Bottom Of The Ocean”

Ride a motorcycle OK it could be fun…

Tame a wild beast - Wow now that IS exciting!
.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

Emotions are very powerful triggers, use them to trigger excitement and need in your prospect.

Look at your product again, learn all you can about it and discover the emotions it will trigger when your prospect uses it. Find out
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip
what problems it solves for him/her and then ask yourself… “What am I really selling?”

The answer is always the thrill of owning the product, or the time saving it will give or the solution it offers – Never The Product Itself!

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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Write You - Do You Know What You Are Really Selling?

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